1 / 33

Consumers Rule Chapter 1

Consumers Rule Chapter 1. Factors in Consumer Behavior. The story of Gail in the marketplace… Demographics Psychographics Opinions and behaviors of others Market segmentation Targeting a brand only to specific groups of consumers rather than to everybody. What is Consumer Behavior?.

emelda
Télécharger la présentation

Consumers Rule Chapter 1

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Consumers Rule Chapter 1

  2. Factors in Consumer Behavior • The story of Gail in the marketplace… • Demographics • Psychographics • Opinions and behaviors of others • Market segmentation • Targeting a brand only to specific groups of consumers rather than to everybody

  3. What is Consumer Behavior? • The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

  4. Consumer Behavior is a “Process” Figure 1.1 (Abridged)

  5. Actors in Consumer Behavior • Consumer: A person who identifies a need or desire, makes a purchase, and then disposes of the product • Purchaser vs. user vs. influencer • Organization/group as consumer

  6. Segmenting Consumers • Market Segmentation • Similar consumers • Example: “Heavy Users”of fast-food industry

  7. Market Segmentation Finely-tuned marketing segmentation strategies allow marketers to reach only those consumers likely to be interested in buying their products.

  8. Segmenting Consumers: Demographics • Age • Gender • Family Structure & Marital Status • Social Class & Income • Race & Ethnicity • Geography

  9. A Lesson Learned • Nike was forced to pull this advertisement for a running shoe after disabilities rights groups claimed the ads were offensive. • How could Nike have done a better job of getting its message across without offending a powerful demographic?

  10. Segmenting Consumers: Lifestyles • Psychographics • The way we feel about ourselves • The things we value • The things we do in our spare time

  11. Relationship Marketing • Success = building lifetime relationships between brands and customers • Regular interaction with customers • Database Marketing

  12. Marketing’s Impact on Consumers • Marketers significantly influence the world and the information we learn! • Advertisements, stores, and products communicate and persuade

  13. The Meaningof Consumption • People often buy products not for what they do, but for what they mean • Brands… • …Convey image/personality • …Define our place in modern society • …Help us to form bonds with others who share similar preferences

  14. CLICK ON LOGO TO SEE VIDEO ABOUT CONSUMERS’ LOVE OF HARLEY DAVIDSON Brand Relationship Types • Self-Concept Attachment • Nostalgic Attachment • Interdependence • Love

  15. The Global Consumer • Global Consumer Culture • People united by common devotion to: • Brand name consumer goods • Movie stars • Celebrities • Leisure activities • Pressure to understand similarities and differences of customers in various countries

  16. AMAZON.COM Virtual Consumption • Impact of the Web on consumer behavior • 24/7 shopping without leaving home • Instantaneous access to news • Handheld devices & wireless communications • C2C e-commerce • Virtual brand communities. • Consumer chat rooms

  17. Virtual Consumption (Cont’d) • “Wired” Americans spend… • …Less time with friends/family • …Less time shopping in stores • …More time working at home after hours • But, many report that e-mail strengthens family ties

  18. Marketing and Reality • “Blurred boundaries” between marketing efforts and “the real world” • Popular culture shaped by marketers

  19. Marketing Ethics and Public Policy • Business Ethics: rules of conduct that guide actions in the marketplace • What is “Right vs. Wrong” • Differs among people, organizations, and cultures

  20. Discussion • There is a computer game called JFK Reloaded that lets players reenact President Kennedy’s assassination. • Have the game’s developers gone too far, or is any historical event “fair game” to be adapted into an entertainment vehicle?

  21. RJRT.COM Marketing Ethicsand Public Policy (cont’d) • Consumers think better of products made by firms they feel behave ethically • Marketing “violators” • Mislabeling package contents • “Bait-and-switch” selling strategy • Alcohol/tobacco billboards in low-income neighborhoods

  22. Needs and Wants:Do Marketers Manipulate Consumers? • Consumerspace • Do marketers create artificial needs? • Need: A basic biological motive • Want: One way that society has taught us that need can be satisfied • Are advertising and marketing necessary? • Economics of information perspective: Advertising is an important source of consumer information. • Do marketers promise miracles? • Advertisers simply don’t know enough to manipulate people.

  23. Manipulating Needs & Wants • Marketers tell people what they should want • Marketerspace vs. Consumerspace • Response: Marketers recommend ways to satisfy basic biological needs

  24. CPSC.GOV Public Policy & Consumerism • Concern for the welfare of consumers • Department of Agriculture • Federal Trade Commission • Food and Drug Administration • Securities and Exchange Commission • Environmental Protection Agency

  25. Consumer Activism • Adbusters: America = Corporate Brand • Buy Nothing Day & TV Turnoff Week • Culture Jamming • Disrupt corporate efforts in cultural landscape

  26. ADBUSTERS.ORG Adbusters’ Blackspot sneakers in response to Nike’s unfair labor practices

  27. Consumer Related Issues • UNICEF sponsored this advertising campaign against child labor. The field of consumer behavior plays a role in addressing important consumer issues such as child exploitation.

  28. The Dark Side of Consumer Behavior • Consumer Terrorism: • An example: Susceptibility of the nation’s food supply to bioterrorism • Addictive Consumption: • Consumer addiction: • A physiological and/or psychological dependency on products or services • Compulsive Consumption: • Repetitive shopping as an antidote to tension, anxiety, depression, or boredom

  29. The Dark Side of Consumer Behavior (cont.) • Consumed Consumers: • People who are used or exploited, willingly or not, for commercial gain in the marketplace • Illegal Activities: • Consumer Theft: • Shrinkage: The industry term for inventory and cash losses from shoplifting and employee theft • Anticonsumption: • Events in which products and services are deliberately defaced or mutilated

  30. Study of Consumer Behavior • Interdisciplinary Influences • Many different perspectives/fields • Consumer Behavior Employers • Universities, manufacturers, museums, advertising agencies, and governments

  31. Figure 1.2 (Abridged) MICRO CONSUMER BEHAVIOR (INDIVIDUAL FOCUS) Exp Psych Clinic Psych Develop Psych Human Ecology Microeconomics Social Psych Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology MACRO CONS BEHAV (SOCIAL FOCUS)

  32. Journal of Consumer Research

  33. Wheel of Consumer Behavior Figure 1.3

More Related